“Talenti d’Italia” is a digital platform created to promote and share knowledge of traditional Italian handicrafts. Developed in 2024 for Fondazione ImpresaSensibile ETS with funding from the PNRR TOCC programme, the project tells the stories of talented artisans and their workshops through immersive and accessible digital tools.
In its first phase, the project involved centres of excellence across Italy: the chocolate makers of Modica, the puppet masters of Catania, the ceramic artists of Castelli, Vietri and Cutrofiano, the bakers of Matera and the makers of musical strings in Salle. For each workshop, we created immersive virtual tours that allow users to explore the workspaces and follow the different stages of production, complemented by photo galleries and video interviews with the artisans.
Through their own voices, the artisans describe what makes their work unique, sharing age-old gestures and skills passed down from generation to generation. The interviews also address contemporary challenges, such as the relationship between digital technology and handicrafts and the gradual distancing of younger generations from these professions.
The web app has been designed as a modular, updatable platform that can grow over time, welcoming new workshops and regions. Each workshop is part of an experiential tourism itinerary that highlights its local area, allowing users to discover not only the handicrafts themselves but also the communities and cultural landscapes that shaped them.
Available in Italian and English, “Talenti d’Italia” is both a tool for promoting local tourism and a digital marketing channel for artisans, helping them reach a diverse, international audience. The platform preserves and shares Italy’s intangible cultural heritage, making the extraordinary richness of traditional Made in Italy handicrafts accessible to everyone.
Riccardo Bonina
Fabio Agatino
Luna Meli
Carmela Piana